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4 The Third Step: Manage—Engaging In and Leading the Conversation

4 The Third Step: Manage—Engaging In and Leading the Conversation

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If a complaint is online, the resolution should be there as well, although you can try to have it taken offline
first. Even though the customer service will likely take place either over e-mail or by phone, posting a
comment in a blog post, for example, will show the community that the company both listens and
responds.
Criticism need not necessarily come from customers, but it is important to be aware of it. If a criticism
includes false information, it should be corrected. And if the criticism is true, then it should be dealt with
as such.

Responding
Responding involves recognizing that consumers dictate the channels of communication and that a
company needs to go to the consumer, not the other way around.
In South Africa, “vodacom3G” is the name of a Vodacom representative who monitors the
forum http://mybroadband.co.za and resolves complaints and queries and offers assistance. Instead of
directing customers to an FAQ (frequently asked question) section on a Vodacom site, Vodacom has
followed their consumers to the channel that the consumers prefer.

Tip
Visit http://www.mybroadband.co.za to see how Vodacom is using the forum to interact with customers.
Not only does Vodacom resolve questions on the forum, but the company also uses it to provide key
information that consumers want. If you are responding to a blog post, find the writer’s contact details on
the blog and e-mail her directly. As a last resort, use the comments to make contact with the blogger.
When responding, be transparent and honest. Remember that e-mails can be reproduced on blogs. At all
times, remember that you are engaged in conversation, not dictation.

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Influencing
In and , there are guidelines for companies to lead the conversation using the tools of social media and
Web public relations (WebPR). Influencing and leading the conversation can also have the consequence of
there being more results that are led by your company in the SERPs.
Companies can also be proactive by purchasing negative name domains, such as http://
www.companynamesucks.com, to prevent angry customers from buying them and having them hit the
SERPs.
Lastly, take a look at negative brand-name searches on major search engines and consider PPC (pay-perclick) advertising to offer the company’s point of view.

KEY TAKEAWAYS


The best way to show that you are listening is by responding.



If everything that’s said is nice, marketers should still find ways to show they are listening by
acknowledging positive comments.



If what is said is neutral, the company is in danger of being forgotten.



If what is said is negative, the company needs to see this as an opportunity for growth. Try to resolve
things online. The customer service department should handle this.



Be transparent when responding.



WebPR works hand in hand with ORM. ORM tools are used to listen, and WebPR helps a company to
respond and engage.

EXERCISES

1.

When dealing with complaints or criticism, why should a company try to take them offline first?

2.

How do you think a company can encourage customers to use established customer-service channels as
opposed to social media, and what are the benefits of doing so?

3.

Vodacom has a representative on the forum http://www.mybroadband.co.za. Visit the forum and
consider the style the representative, “vodacom3G,” uses when posting. Does it sound like a corporation
or like an individual? What is the effect of the style that the poster uses?

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4.

Think of an example of a negative brand-name search, and what a PPC (paid-per-click) ad that offers the
company’s point of view may look like.

[1] Seth Godin, “Safe Is Risky,” Seth Godin’s Blog, October 22, 2004,
http://sethgodin.typepad.com/seths_blog/2004/10/safe_is_risky.html (accessed June 20, 2010).

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11.5 The Fourth Step: Maximize—Evolve Your Strategy
LEARNING OBJECTIVE

1.

Understand the importance of constantly evolving your strategy.

Online reputation management (ORM) should not simply be seen as a tool in the measurement and
engagement arsenal. It provides a great deal more insight that can be applied to many other elements
of the business to maximize results.
Within the marketing realm, ORM provides key insights into how particular tactics are performing
and how it impacts the overall marketing strategy. By measuring how your stakeholders respond to
particular activities (be it marketing, communications, or branding) it becomes possible to learn
through each campaign and mold the tactic based on empirical data to maximize returns. This
provides a great way for both offline and online campaigns to constantly improve and stay relevant to
stakeholders’ needs.
These same outputs can also be shared with other departments, such as human resources (HR), to
provide additional ways to impact the internal workings of your company. In HR’s case, a measure
might be of how staff view the company itself.
Similarly, these insights can be applied to the overall business strategy to assist both with data
collection and providing early insights on competitor and environmental changes that may drive
strategic decision making. The Internet is the largest focus group, and if it’s looked at from a market
research perspective, there is a huge opportunity to apply “wisdom of the crowd” and evolve business
to be more aligned with your stakeholders’ needs.

KEY TAKEAWAYS



ORM provides key insights into how particular tactics are performing and how they impact the overall
marketing strategy.



It is possible with ORM for campaigns to constantly improve and stay relevant to stakeholders’ needs.
These outputs can be used by other departments, such as HR.



The Internet is the largest focus group.

1.

Can you think of another situation where these insights can be beneficial to a company?

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EXERCISE

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11.6 Ten Rules to Recover from an Online Brand Attack
LEARNING OBJECTIVE
1.

Learn how brands can best recover from an online threat.

These ten rules to recovery should provide a practical approach for brands facing an online threat.

Rule 1: Humility
Before you can recover from an online brand attack, you have to be aware that your brand can be
attacked, no matter how big it is or how untouchable it may seem.

Rule 2: Listen
Once you have a clear understanding of the scope of the possible effects of an online attack and are
committed to maintaining a good reputation online, you’re halfway there. Next you’ve got to understand
how the process of consumer complaints has evolved. Use this understanding to guide your actions.

Rule 3: Act Immediately
One of the easiest ways to solve the majority of brand attacks is to respond quickly. A brand that shows it
is listening and does indeed care will go far when it comes to ensuring a solid online reputation. A
conscious reaction is the only way forward—that is, acknowledging what has been said and reacting
accordingly.

Rule 4: If What They’re Saying Is False…
If the mention of your brand is factually incorrect, in a friendly tone, send the blogger (90 percent of the
time it will be a blogger) evidence that they are wrong, ask for removal or retraction of the entry, and offer
to keep them informed of future news. If no action is taken by the blog author, then add a comment.

Rule 5: If What They’re Saying Is True…
If it is true, learn from the “Dell Hell” phenomenon, a term coined from the situation in which a blogger
wrote about his bad experience with computer maker Dell. Dell failed to respond, and the negative word
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spread—resulting in insurmountable damage for the company. If the mention is negative but true, then
tell your side of the story and try as hard as you can to take it offline.
On January 22, 2009, a story was published on CNN’s iReport claiming that Steve Jobs had had a heart
attack. While it was later found out to be a hoax, it had an immediate effect on Apple’s stock price,
dropping it by 6.6 percent, amounting to a $5.62 billion loss in market capital.

Rule 6: Keep the Negative Pages out of the Search Engines
Keeping more people from reading negative things about your brand is imperative. What you can do is
knock them off the first page of the results with basic SEO topped with some social media page setups
such as Squidoo and MySpace or forum posts. Keep adding pages and links until you’ve forced the
offending pages out of sight. This tactic doesn’t lack transparency but rather gives consumers the
opportunity to view positive mentions of your brand before they come across the negative ones. All brands
have negative conversation surrounding them in some form or another.

Rule 7: Maintain Communication
If you aren’t an active member of the online community, it will be a little harder to recover from an online
attack. If your company doesn’t have a blog, start one. Participate in industry forums and chat rooms.
Build genuine credibility as a member of these conversations, and you’ll find that people will have more
respect for you and your brand.

Rule 8: Engage in the Conversation
Keep your brand in the face of consumers by engaging in the conversation. This could be done by making
use of blogs, communicating with customers, and being as open and honest as possible. Engaging in, and
leading, the conversation allows you to build an authentic voice. If a crisis hits, you will be well placed to
respond in a way that is authentic.

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Rule 9: Care
If you truly care what your customers think, then most of this will come naturally. That’s all people want.
They give you their money; they just want some good service and respect in return.

Rule 10: Be Prepared
No brand is immune to an online brand attack. The best brands have strategies in place to immediately
identify a reputation crisis and respond to it quickly enough to stop the negative word of mouth from
spreading.
If all else fails, apologize and move on.
Bottom line, by making bloggers familiar with your voice, you will be better placed to respond to criticism.
Consumers can spot last-minute corporate firefighting—they should know and trust your voice already.

KEY TAKEAWAYS


There are ten steps to recovery from an online brand attack: humility, listen, act immediately, if what
they’re saying is false, if what they’re saying is true, keep the negative pages out of the search engines,
maintain communication, engage in the conversation, care, and be prepared.



Following these steps will help a brand’s reputation.

1.

Choose a company and use at least one of the services listed in this chapter to gain an overview of its

EXERCISE

online reputation. Find a positive mention, a neutral mention, and a negative mention and determine the
influence of each. What action would you recommend for each?

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11.7 Case Study: Four South African Banks
Using a tool to measure one company’s reputation will give an indication of consumer sentiment, but
it is far better to be able to compare that to competitors’ reputations. Using the online reputation
management (ORM) monitoring and analyzing tool BrandsEye, the online reputation of four
prominent South African banks was measured for the period November 26, 2006, to February 13,
2007.
Banks, and particularly their customer service, generate a lot of conversation, both online and off.
BrandsEye was used to monitor mentions of the banks, to filter out duplicate mentions, and to
generate a daily reputation score for each bank that could then be measured over time.
Figure 11.3 Graph Showing the Differences in Reputation of Four South African Banks

Changes in reputation, especially jumps such as the one experienced by Bank 4 just after December
26, can then be correlated to real-world events.

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Bank 1 has superior customer service levels, and this is shown in the reputation score. However,
toward the end of January, Bank 1 experienced a backlash from local government when attempting
to launch a public-service campaign. The offline media coverage was far reaching, loud, and
venomous, and within a short while the effects on the bank’s reputation were expected to be seen
online. On the contrary, what actually happened was quite surprising. While the ORM tool picked up
a number of negative mentions, these were in fact directed at local government for seemingly
coercing the bank into withdrawing their campaign.
With a temporary dip in reputation score, the result was that throughout February, Bank 1’s online
reputation grew stronger and stronger. Having their hand forced created a sense of public empathy,
with the majority of criticism deflected away from the bank itself. Furthermore, when critics of the
bank’s withdrawal voiced their opinions, a number of respondents actually jumped to its defense.
With an already high online reputation score, not only did Bank 1 survive what could have potentially
been a major crisis, but its reputation thrived as a result.
Bank 2, on the other hand, had the lowest reputation score throughout the investigation, although
tending to the positive toward the end of the test period. Their poor customer service levels, as
perceived by their online customers, were negatively affecting their online reputation.
In fact, one of South Africa’s most prolific online forums had an established tradition of using Bank 2
as an example of what was wrong with the industry in general. A comment by one forum member
went, “Bank 2 is evil! Evil! Evil! Evil!” The majority of Bank 2’s negative mentions originated from
this particular forum, and interestingly, where it was criticized, Bank 1 was offered as a suitable
alternative.

CASE STUDY QUESTIONS
1.

For Bank 1, media coverage regarding its public service campaign was negative, while social media
coverage was supportive of the bank. How does each affect the bank’s reputation?

2.

How would you recommend that Bank 2 combats negative mentions on forums?

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